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Thoughts on the OVAB Members Meeting
Danoo's VP of marketing wraps up the happenings at this week's meeting of digital out-of-home minds in New York .
Doug Scott is vice president of marketing for Danoo. On Tuesday, June 9, OVAB held its Board Meeting from 9 A.M.-12 P.M., followed by an all membership meeting from 1-5 P.M. Wednesday June, 10, was the OVAB Agency Advisory Board meeting from 9–11 A.M. All took place in the OVAB/Gannett Boardroom at 535 Madison Avenue in New York City. The next round of meetings will be September 15-16 in the same format. – Ed.
As always, it was great to get together with our peers in location-based media and discuss the state of the industry. I am always left with a sense of the immense opportunity in the category every time we get together. We covered a lot of ground at the meeting, including OVAB's marketing initiatives, new tools being created to help facilitate buying decisions, the way the industry should present itself and, most significantly, measurement. I am struck by how consistently this last area continues to garner the greatest focus in the discussions amongst OVAB members.
Much of the discussion around measurement consisted of simply trying to figure out how to keep moving the many players in the industry towards a standard definition of an impression (consistent with much of OVAB's focus over the past year). This (or, I should say, the lack of this) continues to be a challenge for the industry and a "blocker" for many buyers. The good news is that a lot of progress has been made in this regard since OVAB first announced their measurement guidelines last fall. By this fall, about 75 percent of all OVAB members will be consistent and in market with these guidelines. That is an important step forward.
That said, advertisers will ultimately be most interested in not how many impressions have been delivered, but in how deep of an engagement they are able to establish with their target consumer through these networks. No other medium is held to that as a "standard" but any way that the industry can demonstrate a positive level of engagement will certainly be valuable to advertisers. There are a lot of promising examples of this going on throughout the industry, such as the many mobile initiatives underway with various OVAB members which tangibly "measure" audience engagement through interaction.
At a more granular level, there is a lot of work being done around standardizing reporting and proof of performance, the fundamentals, if you will. Additional best practices were discussed and are being evangelized to all members.
Another area of discussion is around encouraging advertisers to take creative advantage of the industry's potential. Many networks feel that the creative opportunity in the industry has been barely scratched and that concerted efforts to leverage the medium broadly have the potential to really move the needle for an advertiser. The current test underway with Schering-Plough should be an excellent proof point of this hypothesis and the OVAB members are eager to see how this campaign performs.
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